Service quality measurement for omni-channel retail: scale development and validation

Abstract

This study aims to construct a scale for measuring customer-perceived service quality in the context of omni-channel retailing. First, a multidimensional scale is empirically developed for assessing omni-channel retailing service quality. Then, a prediction model of customer satisfaction and loyalty is proposed based on a qualitative analysis of responses from a semi-structured interview. Finally, the prediction model is validated using a closed questionnaire survey with 280 customers to verify the nomological validity of the scale. An eight-dimension scale is developed, including store appearance, personal interaction, efficiency, aesthetic design, privacy/security, integration, personalisation and fulfilment/reliability. The results demonstrate that all dimensions have a significant positive impact on customer satisfaction and loyalty toward omni-channel retailers. Specifically, integration is found to be the most important factor. This study fills the gap in omni-channel retailing domain and provides useful guidance for omni-channel practitioners to improve service quality to satisfy and retain consumers, ultimately achieving sales growth.

Keywords:

• omni-channel retailing
• service quality
• scale development
• integration

Additional information

Funding

This work was supported by the National Science Foundation of China (NSFC) under grant nos. 71572122 and 71702126, the National Social Science Fund of China (No. 17AGL002) and China Scholarship Council (CSC) under grant number 201706255048.